Careers offer celebrity status

Louis Vuitton’s Core Values ad campaign features Edun founders- Bono and his designer wife Ali Hewson. Shot in Africa by Annie Leibovitz in March this year, the campaign is the talk of the town. Reportedly, the couple donned Edun collection and accessorized with a Louis Vuitton bag, perceived as the clear gesture of the emerging union between the two brands Edun and LVHM- parent company of Louis Vuitton.
“We are delighted that both Ali and Bono, who’ve never before participated in an ad campaign, agreed to be photographed for Core Values. We are very proud of our association with Edun abercrombie sale ,” commented Antoine Arnault- communications head at Louis Vuitton.
The Image
Portraying U2 vocalist Bono and his wife Ali walking in a vast African landscape, the image reflects the long standing relationship the couple enjoys with Africa. Both have been campaigning in the combat against poverty for quite some time now. With the aim of highlighting business opportunities for the fashion community and to encourage trade with Africa, the couple had founded Edun- the ethical clothing label in year 2005.
Corresponding to its long commitment to sustainable development, LVMH acquired about 50% stake in Edun in 2009 so as to widely promote positive vision of the brand of responsible trade.
A Quick Peek into the Campaign
Bono and Ali are wearing Edun clothing for the campaign. Ali is seen with an Edun/Louis Vuitton collaboration bag. The bag is a brown Keepall, 45 in with Louis Vuitton’s Monogram Révélation leather embossed on it. Made- a fair trade fashion accessory company that endeavors to encourage ethical trade and provide employment in Africa has handcrafted the Monogram charm that accessorizes the collaboration bag. Made has been partnering with Edun on regular basis for quite some time. The plaque on the charm as well as the Monogram Révélation bag has the following inscription on it:
“Every journey began in Africa.”
Holding his guitar case in his right hand, Bono is seen carrying a waterproof travel bag from Keepall in Monogram canvas. Earnings generated from the sale of this collaboration bag plus both Bono and Ali’s fee for the campaign would go to TechnoServe in Africa to aid in the Conservation Cotton Initiative besides other programs. TechnoServe has been extending help and support to entrepreneurs in poor areas of developing world so that they can create income, jobs and eventually help in the growth of their families, communities and countries.
“We want Edun to be a success because the more it grows, the more we can do on the ground,” as per Ali Hewson- Edun founder.
“Ali has worked hard to build Edun from scratch, and thanks to LVMH’s commercial muscle and support, this fledgling company can go from strength to strength – which means increased business for our partners in developing countries,” added Bono.
Louis Vuitton – Louis Vuitton has been a renowned name in extending stylish travel products and accessories since 1854. The company has been a part of LVMH since 1987. With the expert designer Marc Jacobs’ arrival in 1997, this leading name in luxury started to extend its expertise to men’s and women’s off-the-shelf shoes, jewelry and watches. Combining innovation with traditional craftsmanship, the company strives to render a complete lifestyle experience.
Edun- Founded in 2005 by Bono and Ali Hewson, Edun is a for-profit fashion company. The company was launched on the premise of trade for aid so that poverty can be alleviated by providing employment and sustainable growth. In Africa, the company aims to create opportunities and promote trade. LVHM acquired about 50% stake in the company in year 2009. Edun products are available in leading stores worldwide.

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